SUMMER TRAINING REPORT

ON
GROZ TOOLS TO TRUST

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF MEET

BACHELOR OF BUSINESS ADMINISTRATION

MAHARSHI DAYANAND UNIVERSITY

SUBMITTED TO SUBMITTED BY
MRS SUCHI GOEL MEGHA KHULLAR
(LECT. IN BBA DEPTT.) ROLL NO. : 3804
REGN NO. : 09-VMR-4313

VAISH MAHILA MAHA VIDHYALAYA

MAHARSHI DAYANAND UNIVERSIT, ROHTAK
SESSION 2011-2012
 DECLARATION CERTIFICATE

I, Megha ,Roll no. 3804 class BBA 5th sem of VAISH MAHILA MAHAVIDHYALAYA
ROHTAK hereby declare that summer training report entitled “Marketing of Groz
Tools To Trust” is an original work and the same has not been submitted to any
other institute for the award of any other degree . A seminar presentation of the
training report was made on 30th june, 2011 and suggestion as approved by
faculty were duly incorporated.

Incharge faculty Signature of candidate

 ACKNOWLEDGEMENT

This project, like all worthwhile Pursuits has been the team effort of all those involved. I
feel immense pleasure to avail the opportunity to acknowledge the sincere efforts of my
supervisor and guide VINOD SHARMA SIR . I am also thankful to MR.NEERAJ
BHATIA (SECTION EXECUTIVE). He took keen interest in my work and guided me
throughout to evolve this project. I would also like to thank MRS. SUCHI MAM & MS.
DEPANSHI MAM for giving me valuable inputs and advice whenever I needed them.

Special thanks to all those fellow trainees, who helped me in different ways to complete
this project. I am indebted to many other individuals who have contributed to the
development of this project.

I am also thankful to all the employees of GROZ TOOLS TO TRUST. Who provided me
with an environment conductive for learning during one months.

I hope I can build upon the experience & knowledge that I have gained here & make a
valuable contribution towards this industry in the coming future.

MEGHA KHULLAR

INDEX
 INDIAN TOOLS MARKET

 MOST SELLING TOOLS BRANDS IN INDIA

 COMPANY PROFILE

 GROZ IN INDIA: GROZS TOOLS

 PRODUCT RANGE

 MARKETING STRATEGY OF GROZ

 CONSUMER SURVEY REPORT

 QUESTIONAIRE

 CONSUMER SURVEY: FINDING AND ANALYSIS

 DEALER SURVEY REPORT

 SWOT ANALYSIS
 INDIAN TOOLS MARKET

INDIAN TOOLS MARKET

Tools have been manufactured in India since 1950s. Till the 1980s, players like
Gedore, Jhalani, Kaparia, J K tools Pvt Ltd controlled almost 90% of the market.
These tools was subject to oppressive taxation and licensing. The situation
changed after the liberalization of the Indian economy in the early 1990s. The
government removed all restrictions, and now there is no restriction on foreign
investment, and licenses are no longer required. Post-liberalization, a number of
foreign companies entered the market and many domestic players also
diversified into tools. Gedore and Jhalani who already had a presence in the
consumer tools market.

In India, Groz have the highest aspirational value to many industries. This
accounts for the high growth rate of the tools market. The tools market has been
growing at a rate of about 15% per year, while the consumer durables industry as
a whole has grown at almost 8%.

The domestic penetration rate of tools is about 10%. The penetration of tools is
considerably higher in international market, which account for 100% of the
demand, with domestic market constituting the other 200%. The demand is also
equal in all the parts of the country. The south also has high demand as the
south requires a tools running throughout the year.

There are basic types of tools manufactured in India, Hand tools and Machine
tools. Till the 1990s, mostly all the tools were introduce and used in India.

The replacement market of tools is fairly large. The estimated life of a tools is
cant calculate it may be life time or use and throw any type. But with newer and
more sophisticated models being rolled out with greater frequency by companies,
they are being replaced at a faster rate. Replacement is also stimulated by the
exchange offers and discount schemes offered by most dealers. The
replacement market is growing at a rate of 25-30%, as compared to a relatively
low 5% in the early 1990s. There are about hundreds of tools currently in use,
which have to be replaced in the next few years. This shows the market potential
of the replacement market.

The acts as a brake on expansion plans, and the high competition resulting from
a restricted market has led to a fall in profit margins. The players now have to
look for, and try to tap, hitherto unexplored markets. domestic markets offer
reasonably good potential as the penetration of tools considerably lower in
domestic areas, but there are problems like lack of electricity and infrastructure,
which hamper the growth of effective demand in these areas.

INDIAN MANUFACTURING SECTOR

The Indian Manufacturing sector has traversed a diversified path to industrial

development within the country. While its share in the GDP has declined over the years,
its growth rate has been quite impressive. The sector registered a jump in its Cumulative
Annual Growth Rate (CAGR) from 3.8% in the Ninth Five Year Plan to 8.7% in the
Tenth Five Year Plan. Very few countries in the world can boast of such a diversified
industrial base of significance: from textiles & apparel to steel, from chemicals to
machine tools, from consumer goods to avionics. There has been a remarkable increase in
the export of manufactured goods. Against a CAGR of 6.3% achieved during the Ninth
Five Year Plan, exports of manufactured products had a CAGR of 19.9% during the Tenth
Five Year Plan. The dynamism of this sector is reflected through a slow transformation in
the economy. The challenges before this sector are immense in the form of changing tax
regulations, negative effects of location policies of the past, weak processes, low
innovation regime. However, the sector needs to develop itself so that it can contribute
25% to the GDP of this country.
MOST SELLING TOOLS BRAND IN INDIA

MOST SELLING TOOLS BRANDS IN INDIA

The Hand tools segment makes the most of the tool market. However, we are
witnessing a change in the consumer preferences towards mechanical tools. In
the years to come, the gap between the shares of hand tools v/s mechanical
tools will diminish. This is also evident from the fact that most of the new
capacities that are being installed are in the mechanical tools segment.

The company has taken a clear lead over the others by concentrating on
aggressive marketing, promotional activities and vastly improved brand image.
Nice , Sant , Bhrum shiva , Groz , and many more brands are fast gaining
popularity as they together account for high percentage of the response. These
Donrock and rajesh are two brands of the mechanical tools . They have almost
swept the entire market in this segment.

The increasing competition in all segments of the tools market has resulted in
lower margins for both the manufacturers and the dealers. The market for tools is
expected to grow but at the same time the capacity is also expected to grow with
elgi lubrication equipments , groz tools to trust etc setting up their plants.

These all companies are having many different types of tools which are very
famous brands in all over India with different types of product like grease guns,
flexible hose without coupler , caulking gun etc .
INTODUCTION OF COMPANY
 INTRODUCTION

An organisation is a collection of people working together under a defined structure for

the purpose of achieving predetermined outcomes through the use of financial, human,
and material resources. Organisations have become a part of this dynamic world and they
surround us. Every product, every service comes from an organisation. There have been
different definitions; different theories concerning organizations but their essence remain
the same. Their main purpose still stands as an agent that coordinates different resource
with a view to achieve a common goal. The structure of an organisation has baffled many
because the structure of an organisation does not remains stable because it is influence by
many a factors that must be considered if the organisation has to remain in the scenario.
Organisation structure defines how task is to be allocated, who reports to whom, and the
formal coordinating mechanisms and interaction patterns that will be followed. It is very
important that an organisation must be studied and analysed in order to have a clear
picture of the mechanism. In order to understand the dynamics of a manufacturing firm, I
start by going into details how an organisation works and what are the various aspects of
the process as a whole.

GROZ GROUP

GROZ, a vision of a young entrepreneur Mr. Anil Bammi was

established in 1976 and has grown from one man one machine
set up to a well known brand in engineering and automotive lubrication
tools today.
With a humble beginning with manufacturing unit set up to make
pressed metal bicycle locks, it diversified into the field of
automotive ancillaries / lubrication tools. Groz set up a dedicated plant
for oiling and greasing tools. Wide acceptability of its products in the
international market, high reputation and technical expertise became
great strength of Groz.

With a large investment into highly technical facilities and equipment,

Groz has upgraded its manufacturing unit at Gurgaon in the year
2003. It is an ISO 9001:2000 certified company.

Today, Groz specializes in the manufacturing of:

1. Precision Engineering Tools

2. Lubrication Equipment
3. Specialized Hand Tools

Groz has presence in over 45 countries and having 50 million satisfied

users.
The tagline 'Tools to trust' reflects in the quality and reliability of tools,
which have been globally recognized. It has created a niche in
tools manufacturing business. Groz has created a history of not losing
customers.

Groz has maintained its core business ideology / practices since its
foundation. Some of the business practices, which have enabled the
organization in pursuing growth, are as follows:

 Product quality and reliability

  Heroic customer service
 Encouragement of individual initiatives
 Continual self improvement
 Leadership through listening
 Corporate social responsibility

Groz believes in above basics and therefore, the philosophy and

culture in Groz is greatly influenced by this.

GROZ PHILOSOPHY

Philosophy is management guidelines. It determines organization’s

purpose of existence and its approach to achieve it. Groz philosophy
relies on the following guidelines:

1. Purpose of our business “Create and retain customer”.

2. Customer satisfaction.
3. Co-existence with customers. Give customers what they want.
4. Our endeavors exceed customer expectation and delight them.

GROZ CULTURE
 Organization culture is basically organization philosophy and
objectives, which guides the actions and behavioral pattern of
individuals. Since inception, Groz is fostering efficiency, productivity
and team spirit and our vision of being internationally competitive.
Groz endeavor is to create an environment where only 'WE' feeling
dominates and every member feels proud in considering himself /
herself to be important member of one large Groz family. This
great feeling of togetherness is helping the fellow members in
resolving their work issues, building congenial atmosphere of openness
and developing a sense of pride.

Groz has cultivated a work culture where each member respects

others opinions. Teamwork has always been the working principle at
Groz and we believe that Together Everyone Achieves More. A friendly
atmosphere leads to high employee motivation, increased
enthusiasm and drive for excellence.

HUMAN RESOUCE DEVELOPMENT

Human resource is a key resource in Groz. Employees are considered

the most valuable assets. To meet the business challenges their
knowledge and skills are upgraded on continues basis through various
in-house training programs. They are also sponsored for outside job
specific training.
 QUALITY POLICY

Groz will provide quality tools, accessories, components and

services that meet or exceed customer requirements and
expectations. We will maintain close contact with our customers to
understand their explicit and implicit needs.

All departments will work together towards continuous

improvement in products and services, providing consistent quality,
strict process control and timely supplies. This shall be achieved
through implementation of ISO: 2000 complaint system and
continually improving the effectiveness of QMS.

SAFETY, HEALTH
AND
ENVIRONMENT POLICY

Groz management firmly believes that safe and healthy working

conditions at work place provide impetus to the employees efficiency
and that in turn provide a competitive edge to the organization.
In recognition of this, it is a policy of Groz to achieve the complete
freedom from accidents, injuries and health hazards through complete
and continuing attention to safety, environmental protection to
employees and associates in the factory premises and to the general
public in its vicinity.

We are committed to:

 Encourage employees at all levels to co-operative fully in the

accomplishment of these objectives and to conduct their
activities in safe manner.

 Ensure compliance of all statutory requirements for maintaining

safety, health and environmental standards.

 To impart training so as to enable employees to perform their

work safely and efficiently.

 To provide all safety equipment and protective clothing as per

requirement at work place.

 Prevent all injuries and losses through continuous safety

inspections and audits.

 Prevent all occupational disease and employees health hazards.

 Preserve and conserve the environment.

COMPANY PROFILE
 COMPANY PROFILE

NAME OF COMPANY:- Groz Engineering Tools Pvt., Ltd

Village Kherki Daula,
NH – 8 , Gurgaon – Haryana

Who’s is Who in Groz

Managing Director Mr. Anil Bammi

Jt. Managing Director Mr. Dhiren Bammi
Chief Manger Mrs. Seema Chaopra
Technical Director Mr. Surender Parmar
 Vice President (Operation):- Mr. B.M. Tayal
Director (Worker) Col. V.K. Bammi
Dy.G.M (HR IR and Admin.) Mr. R.K. Proothi

Quality Philosophy:

 Quality is not an accident. It is the result of sincere effort,

intelligent direction and skillful execution.
 Quality is proper planning and design to prevent defect they
occur.
 Quality is everybody’s responsibility a commitment to do
things right the first time every time.
 Quality is a total ongoing program.

Top management philosophy:

 Purpose of business :- Cerate and retain customer

 The satisfied customer is business strategy
 Co- existence with customer – give customer what they want.
 Our endeavor – Exceed expectation and delight them

Time Schedule:

1st Shift: - 8:30 AM To 5:00 PM

2nd Shift: - 5:00 PM To 1:30 AM
Lunch Time:

1st Shift: - 12:45 PM To 1:15 PM

2nd Shift: - 9:00 PM To 9:30 PM

Facility given by the Organization:

 Provident Fund
 Bonus
 ESI / Medical Insurance
 Gratuity
 Leave Encashment
 Uniform and Shoes
 Canteen
 Bus Transport
 Children Education scheme
 Sports Complex

Man power:

Staff: - 161
No of worker :- (1) Permanent worker: - 163
 (2) Casual workers: - 669

Status of Company:-

Groz Engineering Tools Pvt. Ltd., is 100-percentage exports

oriented company. At present company exports its products to 45
countries. Mostly it exports to the USA, African countries and European
countries.

Turn Over of Company:

In financial years 2010-2011 the Turn over of Groz Engineering

Tools Pvt. Ltd., Was approximately Rs. 180 crore.
 OBJECTIVES

Objective of Company:

 Customer satisfaction and loyalty-a top priority.

 Provide a challenging and rewarding work environment to groz
members.

 Providing relevant training to manpower on continuous basis.

 Maintaining highest level of quality by providing a complaint free

product and service to customers.

 Timely delivery of all orders to customers.

 New product additions and technological improvement to be a

continuous process and a guiding factor for growth.
ORGANOGRAM

OF THE

COMPANY
 MANAGING DIRECTOR

Jt. MD Head Head- Head- Head- Head- Stores and

PPC HR and P&D F&A Receipt
P&A

SALES PM
&
MKTNG Store

V P (OPERATIONS)

Head – VPD Head- Production Quality Maintenance ISO

Cell

Production CNC MTA Die Casting Tool Room Assembly Design EDP
&
Dlvp
 Jt. MD Head Head- Head- Head- Head- Stores and
PPC HR and P&D F&A Receipt
P&A

SALES PM
&
MKTNG Store

V P (OPERATIONS)

Head – VPD Head- Production Quality Maintenance ISO

Cell

Production CNC MTA Die Casting Tool Room Assembly Design EDP
&
Dlvp

INTERNATIONAL MARKETING
Function: The International Marketing department is under the ambit of the Marketing
department. The company derives a major part of its revenue from its international
operations. This department has been set up in order to meet the demands of the
international market, keeping in mind the dynamic environment of the countries in which
it operates in the international scenario. Functioning in countries from USA, UK,
Australia, and Europe among many, it devises unique marketing tactics and strategies to
develop its products and help them maintain a global presence. The company has
participated in exhibitions and trade shows like the Automechanika 2008, Frankfurt,
Germany, The Expo Nacional Ferretera 2008, Guadalajara, Mexico, Tooltech Exhibition
& Trade Show 2008, Tehran Permanent Fairground, Tehran. The department organises
the companies’ participation in such exhibitions. It contacts the prospective buyers,
providing them an insight on the products. The department works in close coordination
with other departments to ensure that the customer needs are satisfied and profits are
generated for the organisation

DOMESTIC MARKETING

Function: The company is in its nascent stages in the Indian markets. The Domestic
Marketing department is entrusted with the task of developing the home ground. It uses
marketing tactics like contacting the prospective buyers, giving them a tour of the plant,
contacting them in person, helping them make an informed buying decision. The
company has engineers stationed at different parts of the country to help the buyers
understand the products. The department is making a base in the Indian markets, and is
thus using its experience in the international markets to establish itself as a major player
in India.

PROCESS OF MARKETING
 Collecting information about consumer need and want

Analyzing the available information

Taking decision about production of a product

Making available their favorites product to the consumer

Consumer satisfaction

Sales promotion

Attainment of objective of the firm

Possibilities of a long life of the firm and development

GROZ IN INDIA

About GROZ

Quality products, quality people, quality service; you'll find it all at GROZ!

For as one of the industry's leading supplier of quality tools, with state-of-the-art
manufacturing facilities amounting to 500 000 sq. feet area, over 30 years of experience
in customer satisfaction - first in Germany and, since 1981, in the USA, Australia, New
Zealand, Africa, UK and Europe - GROZ is committed to becoming your No.1 choice
across a broad portfolio of products. It's something that GROZ is passionate about. That's
what makes GROZ different. That's what makes GROZ better.
 Competing on Value

The Company GROZ is a leading manufacturer of GROZ branded and OE tools for the
world market, GROZ ships thousands of products to customers all over the world every
single day. As much as 125 countries use GROZ TOOLS today. The company offers only
the very best quality products, ensuring that you always receive the best possible value.

The Brand

GROZ distributes only one brand: GROZ (Tools to Trust), The high quality, reliability
and cost effectiveness of this brand has attracted a large and & growing army of
independent distributors throughout the world, as well as other distributors that are
located not only in the home market but also in the insignificant areas.

Customer Satisfaction is the Only Policy

Whoever the customer though, GROZ takes pride in its ability to go that extra mile,
providing a number of value-added services and standing behind each and every product
it sells. It considers this approach to be an investment in the future of its customers - and
plans to be the big part of that future. In today's market, of course, you either service your
customers or somebody else will, which is why GROZ has invested in:
  Competitive and consistent pricing
 A huge inventory of stock (over 10,000 parts)
 Efficient deliveries to any destination
 Convenient single source supply of multiple product lines
 Strong, well-established, long-term supplier relationships

GEOGRAPHICAL PRESENCE

The Domain of GROZ extends from East to West. We operate in more than 50 countries
across the world. The principal markets being USA, Canada, Mexico, UK, France,
Germany, Australia, New Zealand, South Africa, Brazil, Russia, Spain, Italy, South Korea
and many more.

Our strength lies in the close ties that we have had with our partners in various markets.
Overcoming barriers such as Language, Culture and Distances; together, we have built up
GROZ as a brand to reckon with in the International market place.
 COMPANY CERTIFICATION

GROZ is an ISO 9001:2000 certified company.

The familiar three standards ISO 9001, ISO 9002 and ISO 9003 have been integrated into
the new ISO 9001:2000.

Customers are very much becoming more quality-conscious shoppers and increasingly
demanding from their suppliers to comply with the highest product/service quality
requirements. They want to be assured up front that our business should meet their needs
now and in the future.

The norms that are followed are:

 Customer Focus
 Leadership
 Involvement of People
 Process Approach
 System Approach
 Continual Improvement
 Fact based Decision-making
 Mutually beneficial Customer - Supplier Relationships
PRODUCT RANGE
Groz is the no. 1 company of manufacturing the lubrication equipments. Groz range is
consist of 3 lines:
1. PROFESSIONAL HAND TOOLS

- Punches & Chiles

- Vices and Clamps – for wood working, mechanics repairs work shop
- Complete range of wood working tools hacksaws ,block pla nes, jack
planes.
- Taps, Dies , Holder and sets
-DIY tools

PUNCHES AND TAPS, DIES &

CHISELS HOLDERS

VICES AND AUTOMOTIVE

CLAMPS

HACKSAWS AND
BLADES
 DIY

MEASURING
WOODWORKING AND MARKING

Grip

2. PRECISION TOOLS
- Measuring & marking tools:- precision squares, gauges, vice blocks, edge finders
etc.
- Industrial tools , drill sleeves din 2185 , drill chuck arbors , tap wrenches and die
holders other tool holders and boring bals.
- Precision vices – milling machine vices , three way tilting vices , drill press vices
shine angular vices

PRECISION ENGINEERING TOOLS

INDUSTRIAL PRECISION VICES MEASURING AND

TOOLS MARKING TOOLS
 3. LUBRICATION EQUIPMENT

- Manual and Pneumatic grease gun .

- Manual and Pneumatic oil dispensing pumps .
- Grease control valves.
- Lubrication accessories oil cans
- Grease fitting
- Air regulation , filter, lubricators

GREASING OILING
EQUIPMENT EQUIPMENT FUEL EQUIPMENT
SPECIALITY AIR LINE
PUMPS ACCESSORIES DRUM HANDLING

PRODUCT PORTFOLIO

Groz serves a host of sectors:

Automotive

Industrial

Mining

Earth Moving
 Construction

Aviation

Marine

MISSION AND VISION OF TOOLS OF INDIA LIMITED

The all pervasive vision of Every country… Everywhere, with Pride, Passion and
Performance rests on the pillars of Innovation, Operational Excellence, a
customer-centric approach and diversified

talent. These are embedded in our business goals and strategy, processes and
culture.

Be it the products that are the result of innovation and operational excellence to
meet every need of our consumers or the people behind these products that
come from a wide spectrum of backgrounds thus depicting diversity in talent,
everything we do features a distinct whirlpool way.

MARKETING STRATEGY OF GROZ TOOLS

GROZ is an international company with presence in major countries of America,

Europe and Asia. Globally the image is one that of consistent quality products.
The price ranges of the products are deliberately kept in a way that it has a mass
appeal.

Positioning Groz hand tools and lubrication equipments as comparable to other

existing brands in the market.

The line of action will be first of Market Penetration and than that of Market
Expansion.

Marketing Strategy – Segmentation

The tools industry can be segmented on the basis of social Class and Income
Group (demographic segmentation). Groz has done market segmentation as
below.

Marketing Strategy – Targeting

Groz India has intelligently targeted Lower, Middle and Upper income groups for
marketing its range of products. While lower income group of consumers look for
a product of low price with basic features, the middle income group of consumer
look for a product which will get full value for money spent. Whereas the Upper
income group of consumers for better products with additional features and are
willing to pay a little premium for the same.

Groz also believes that with the rising income and increasing westernization, it
could upgrade the tool market and consumers would be willing to pay a few
Rupees more for the quality products. groz realizes that 85% of the tool market is
yet to be tapped in India and also the reliability of products plays one of the major
role in the purchasing decision in India.

Marketing Strategy – Positioning

In the tools market which is heavily clustered both in terms of brand varieties
and corresponding messages, it is very difficult to differentiate and position a
product in the mind of consumers and make him become a loyal user.

Groz in India has positioned itself as a company not only of global structure but
also as a company which carefully listens to its local customer.

For instance in one of the promotional campaigns, it showed an engineer of

foreign origin, explaining how the groz tools has been modified to stand up to
high voltage fluctuation situation prevalent in India, based on the feedback from
customers .

Marketing Strategy – Marketing Mix Product

Product is anything that can be offered to market for attention, acquisition, use
and consumption that might satisfy a need or want.

The product can be looked at five levels.

The product is the essential service that the buyer is buying. . The expected
product is a set of attributes that a buyer expected to get.

Augmented products are that what is provided by the seller beyond the expected
product attributes. These attributes distinguish the product from other in this
category. Groz tools is put across as a complete tools for Indian condition.

Potential product refers a set a possible new features that might eventually be
added to the product being offered.
Tools as a product does not offer much and cope beyond changes in design and
materials, but Groz tools provide a lot of unique features to make it a potential
product. For instance it offers solid aluminium in grease guns, stainless steel
needle in grease injector,zinc plated finishin steel extension.

Creation of Product- the groz range of tools are designed and manufactured with
utmost care, so that it gives trouble free performance for years. The groz
provides more flexibility than any other company tools and provides complete
freedom to create space as per need.
Marketing Strategy – Price

groz has followed a pricing strategy so as to appeal to mass market buyer.

Groz believed that with rising incomes and increasing westernization, it could
upgrade the tool market and even the consumers would be willing to pay a little
more money for the quality product.
Hence price of high-end tools is kept 3% more than the nearest competitor, like
elgi , as premium for a quality product.

Marketing Strategy – Place

Groz firmly believes in taking its values and philosophy into its supply chain. The
company commitment extends to encompass its extensive network of distributors
and dealers, who are looked upon as partner in growth and a integral part of groz
family.

The product are transferred from factory to Carrying and Forwarding Agents
(C&FA’s) The C&FA’s dispatch goods to the direct dealers or distributors who
further supply the product to the Retailers.
 C&FA’s

Distributors Direct
Dealers

Retailers
Customers

Customers

CONSUMER SURVEY QUESTIONNAIRE

A Various type of promotional tools used are-

*Scratch a gift offer customer related scheme

*Point of purchase support
*Joint promotion e.g. jhalani ;groz
*cooperative advertising
*Exchange schemes
*Finance schemes
*Price offers
*Festival discounts
*Related credit schemes for dealers
*

CONSUMER SURVEY QUESTIONNAIRE

Customer Satisfaction Survey

Dear customer,

The requirements of ISO 9001:2000 require Groz Engg. Tools Pvt. Ltd to monitor
and analyse information regarding our customers perception as to whether we
have met with their requirements This survey is intended to identify any problem
areas in order to provide the best possible services.
To assist u in this endeavour could you please complete the following
questionnaire (by placing an X in the box )and return by e-mail or fax.
Question 1. Product Perfomance: Meet your requirements

Very dissatisfied very X

satisfied

Question 2. Product Quality:consistently meets your expectations

Very dissatisfied very X

satisfied

Question 3. Packaging:Quality of packing

Very dissatisfied very x

satisfied
Question 4. Speed of new product development :Development time commitment

Very dissatisfied very x

satisfied

Question 5. Deliveries :on time Supplies

Very dissatisfied very x

satisfied
Question 6. Supply flexibility: Response to urgent & special delivery
requirements

Very dissatisfied very x

satisfied
Question 7. Communication : reponse to queries

x
 CONSUMER SURVEY REPORT

A consumer survey was conducted where the responses and requirements of the
market were determined. Various facilities, social gathering etc. were targeted
and survey was conducted on people from different income groups.

The survey report talks about the responses in percentage but the absolute
number is mentioned along everywhere.

The consumer survey report has been categorized in

 Product performance
 Product quality
 Packaging
 Speed of new product development
 Deliveries
 Supply Flexibility
 Communication
 Technical services
 Documentation
 Listening

PRODUCT POSSESSION

The consumers were asked to tell whether they possess a tools or not, the result
was 100%.
Brand Possessed

Consumers were asked to tell the brand of they possess. The relative percentage
is as following

BRAND PERCENTAGE
Groz 26%
Gedore 32%
Rajesh 4%
J K tools 8%
Jhalani 10%
Nice 14%
Other 4%

REASON OF PURCHASE
The consumers were asked for the reason of purchase of the brand they
possess.

The following rankings in descending order were obtained:

 Famous Brand
 International Brand
 Company’s Reputation
 Suggested by Someone
 Budget Friendly
 Product Range / Variety / Performance
 Availability

MOST PREFERRED QUALITY OF THE TOOLS

The consumers were asked to tell about the most preferred quality in the tools

The following result was obtained.

QUALITY PERCENTAGE

Quality 40%
Style 20%
Servicing 18%
Space 15%
EARLIER BRAND OWNED

The consumers were asked to tell about the earlier brand of tool they owned.
The following result was obtained.

BRAND PERCENTAGE

Gedore 36%
Jhalani 30%
Nice 10%
J K tools 12%
Other 12%

BRAND CONSIDERATION

The consumers were asked to tell about the brands they considered while
making a purchase

BRAND PERCENTAGE
Only Groz 48%
Only Jhalani 20%
Only Gedore 24%
Only J K tools 19%
Only Nice 30%
Only Other 32%

LEVEL OF SATISFACTION
The consumers were asked to tell whether they are satisfied with the tools they
possess.
72% of consumers were satisfied with the brand they own. The main reason of
dissatisfaction was Compressor, Thermostat, Noise and After Sales Service.

SOURCE OF PURCHASE

The consumers were asked to tell the source from which the tools was
purchased.

Source of Purchase Number Percentage

Retailer 36 72%
Whole seller 4 8%
Departmental Store 6 12%
Exclusive Outlet 2 4%
General Store 2 4%

Source of Purchase
Retailer
Whole seller
Departmental Store
Exclusive Outlet
General Store
ATTRIBUTES OF THE TOOLS

Seven attributes of tool that influence the purchasing decision were given by the
consumer according to their preferences

1. Quality
2. Price
3. Range/ Varity
4. After Sales Service
5. Image
6. Environmental Friendly
7. Product Information

SOURCE OF INFORMATION

The consumers were asked to mention the sources through which they have
heard about the brand.
The following results were obtained.
 Source Overall Result

From Retailer 90
From Dealer 85
From Newspaper 84
From Hoardings 62
From Friends 55
From Articles 25

YEAR OF PURCHASE

The consumers were asked to mention how old were their tools

Year Number Percentage

Less than 1 year 7 14%

1 – 2 years 15 31%
2 – 3 years 10 35%
3 – 4 years 6 8%
4 – 5 years 4 8%
More than 5 years 2 4%
 Year

Less than 1 year

1 – 2 years
2 – 3 years
3 – 4 years
4 – 5 years
More than 5 years

FINDING AND ANALYSIS

1. Number of owners of Groz tools according to the survey – 36%

2. Year of purchase of Groz tools

year Percentage

Less than 1 year 40%

1 – 2 years 25%
 2 – 3 years 18%
3 – 4 years 12%
4 – 5 years 3%
More than 5 years 2%

Thus the maximum purchase of the Groz tools were made less than 1 year
back. This is reflected in the fact that Groz has been the highest selling brand
with about 36% market share last year. The company has taken a clear lead
over the others by concentrating on aggressive marketing, promotional
activities and vastly improved brand image.

3. Reason for the purchase of groz Brand

Reason Percentage
International Company 12.5%
Product Range 10%
Reputation of Company 11%
Dealer Recommendation 10%
Suggested by Friends 9%
Budget 4%
Performance 4%
Availability 4%

The main reason for Whirlpool purchase was found to be by Groz

collaboration with hand tools and lubrication euipments. Another important
factor influencing the purchase of Whirlpool being an international company. A
common perception among the buyers is that, being an American brand,
Whirlpool is far more superior than the other present in the market.

REASON FOR PURCHASE OF Groz tools

 Most preferred quality in the tools

Quality Percentage

Quality 40%
Design 33.3%
Servicing 16.7%
Space 10%

The quality most preferred by the consumer about tools is its quality effect.
The consumer find that Groz tools compared to other tools gave more cooling
effect. Groz is best suited. Another satisfactory factor found among Groz
owners was its after sales servicing which they found to be very good and
quick.
EARLIER BRAND OF TOOLS OWNED

Brand Percentage

Groz 36.1%
Gedore 27.8%
Jhalani 11.1%
Other 11.1%
 Out of the total sample, 36 owned a brand of tools earlier. As evident from the
above the table, most of them had before. It was the reputation of this
company which influenced them to purchase Groz. Those who owned Groz a
try because of it being an international company.

BRAND CONSIDERED WHILE PURCHASE

Brand Percentage

Groz 35%
Gedore 21%
J K tools 8%
Other 4%
Nice 9%
Jhalani 11%
About 35 percent of the sample had their mind clear on buying Groz tools.
The others did considered Gedore, Jhalani, J K tools and nice. Here Dealer
recommendation played an important role in making the final purchase
decision.
 SATISFACTION LEVEL

Satisfied Percentage

Yes 82%
No 18%

Groz owners were quite contented with their tools. Some did have complaints
but were satisfied with the serving. There was almost negligible dissonance
among the owners.
 COMPLAINTS

Nature of Complaint Percentage

Technical problems 42%

Packing 37%
Damage 16%
Other 11%

Nature of Complaint

OTHER 11%
DAMAGE
16% TECHNICAL PROBLEM
42%

PACKAGING
36%
The complaints were mainly with Packing and Technical problems. The
consumers complained that they had to adjust the tools regularly and the
technical problems were repaired or changed but generally were quite
satisfied with the service.

SOURCE FOR PURCHASE OF GROZ TOOLS

Source of Purchase Percentage

Retailer 72%
Whole seller 8%
Departmental Store 12%
Exclusive Outlet 4%
General Store 4%
It shows major source for the purchase of groz tools is the retailers which
again confirm their distribution strategy.

SOURCE OF INFORMATION

Source Percentage

From Dealer 19%

From Newspaper 14%
 From Hoardings 9%
From Friends 6%

Source of Information

Hoardings Friends
9% 6%
Newspaper
14%
EXHIBITIONS
52%
Dealer
19%

The major source of information for Groz tools is found to be exhibition ,trade
showm, and dealers. Groz has spent a whooping amount since its operations
in exhibition and promotion through dealers which has given effective results.

DEALERS SURVEY
 Survey was carried out of the dealers stocking tools. The sample size was 10
comprising of low and middle class markets and up market localities.

On asking the brands stocked by them it was found the common brands
available were-

Gedore
Groz

JK tools

Jhalani

Nice

Other

Out of 10 surveyed, 1 stocked groz.

The odd one out was a shop in a middle class market. Groz sales people had
come there initially to take stock of the sales volume and price range of the
white goods sold. On not being satisfied with the total sales. It was not given
the dealership of Groz.

CONSUMER RESPONSES

Customer Request
 On asking how the customers ask for tools, it was found that:

 In all the case customer asked by brands

 Around 25% of the customer also asked for the respective sub brands.

 Also around 32% customer asked for dealers recommendations

On asking the dealers about the most popular brand in tools. The following
results are obtained:

Number Popular Brand

5 Gedore
3 Groz
2 Jhalani

SWOT ANALYSIS OF GROZ TOOLS TO TRUST

S: STRENGTH

Groz having highly quality level products and very competitive prices in all the
products which they are selling.
TOOLS BUSINESS

Groz tools to trust is No. 1 from India and the world 3 rd largest seller of grease
guns and producing factory which turned component Private.Owned Company
and the best manufacturing company of tools.

W: WEAKNESSES

The main weaknesses of groz tools to trust are price of tools. Prices of tools are
slightly high then other company in competitive market. Groz tools to trust comes
under the world 3rd nation because of high priced groz global reach is still being
is limited

O: OPPORTUNITIES

Opportunities of groz tools are intensive tools trade is concerned has all the
season to go up product market revenue flows on certain sector in India and
abroad companies expansion.

T: THREAT

Threats in groz tools to trust are loosing certain market shares from cheap
competition from the same country. Competitive prices other countries forcing on
curve product competition to product pricing balancing fixed cost for the
organization.

SIGNIFICANT FACTORS FOR SUCCESS

The company with a wide range of products and state-of-the-art manufacturing facilities
has over 30 years of experience in customer satisfaction. The company puts a great deal
of effort and passion in the quality of its products so that the customer always receives
the best possible value. The success of the organisation can be attributed to the
competitive and consistent pricing of its products, an efficient delivery system, supply of
multiple product lines from a single source, strong and well established long-term
supplier relationships. The company makes sure that with its effective and efficient
human resource development programmes, everyone right from the shop-floor worker to
the top-level management is inspired, motivated and developed to take the organisation to
new heights. The company makes sure that the buyers are well apprised about the
products so that they can have an informed buying decision. The company also gives a lot
of stress on Research and Development and new product development. It introduces
about 25 new products each year thus adding to its product line. With its two dynamic
directors at its fore, the company has applied the concept of backward integration; the
idea in which is to take control of the suppliers, due to which the turnover of the company
increased by 300% in just 6 years. The company has made good use of the labour which
is cheap in India. Marketing activities have also helped in the recognition of the products
with the company displaying its products at exhibitions, sending samples to customers,
sending trial orders and making contacts with prospective buyers. Technology has also
played a pivotal role in the company’s growth pattern; with innovative technology and a
huge resource base, the company is on the path to developing itself to be a leader.

RECOMMENDATION
On asking the dealers about the recommendation made for the brands in tools,
70% of the dealers recommended groz because the liberal incentives given to
dealers for promotion, acted favorably.

 Support- It was observed that groz was very liberal with POP support
informational literature and advertising support, both before and after the
launch of a product irrespective of the sales volume of the various dealers.
However selected other followed a selective policy with regards to this and
the availability of the above at selective outlets.

 Availability of information literature- On asking whether customers asked

for informational literature, 85% responded yes. The availability of
informational literature was considered an important creation for selecting
a particular brand. Groz is very liberal with this at all outlets on the other
hand, made it available at only selected outlets.

 Selection of dealers
On asking how the various outlets become dealers in groz. It was
found that because of Groz collaboration earlier, Groz followed a
distribution strategy to use the dealer network so most of them because
the dealers automatically after some security.